The Marketing Stategy Of HAMILTON BEACH Small Home Appliance In China Market

China has become one of the fastest growing markets of the small home appliance industry in the world. Therefore, more and more western brand companies are willing to enter into China Market.HAMILTON BEACH is a small home appliance brand from American with the advantage of developing innovative products. On the background of China’s small home appliance industry, this thesis proposes the marketing strategy which could make HAMILTON BEACH succeed in China market in the future.The structure of this thesis is as follows. Firstly, this thesis studies the industry status and future trends in China. Secondly, on the basis of STP theory, positioning theory and the theory of competitive advantage, this thesis selects the target market and positions HAMILTON BEACH in this market, then it finds the market space and positions the products for HAMILTON BEACH by means of analyzing the differential advantages of the products. Thirdly, according to the brand and product positioning, we can make the effective market strategies for place, price and promotion on the basis of 4P theory. Finally, it proposes suggestions to the difficulties and problems that may occur in the process of executing the strategies.The study of HAMILTON BEACH’s marketing strategies including market positioning, product positioning, place, price and promotion would be significant for other innovative products as well as the competitors in this industry.